May 2002

World Cup time, and the usual suspects have lined up to part with £20m a shot for the right to slap a logo on some merchandising tat and a load of hoardings. Nike and Pepsi have opted for “ambush marketing” instead.

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Alex Ferguson’s recent petulant outburst shows football clubs still have a lot to learn about media management.Football could fairly lay claim to being unique among multimillion-pound industries in its slapdash approach to media management.

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